Data Analyst Marketing

Bingwei “Vivian” Yu

** **** ****** **, ****** City, CA, 94404 · 650-***-**** · adb7is@r.postjobfree.com SUMMARY

• 6+ years of experience in data science/market analytics

• In-depth knowledge and practice in data analytics, statistical modeling, and machine learning

• Proficiency in SQL, Hive, Python, Spark, R, SAS, Excel, Tableau WORK EXPERIENCE

Senior Data Scientist - Visa Inc., Global Data Scientist Group, Foster City, CA 2017.10 - Present

• Fully automated the process of a comprehensive analysis for ~150 merchants on their customers’ card usage o Designed pipeline to integrate the process of data pulling, data processing, metrics calculation and adjustment, benchmarking, and outputting to Tableau dashboard o This quarterly-refreshed dashboard, which helps merchants understand what cards their customers use and where else do they spend, accounts for ~5% team revenue with one click

• Built spend-driven segmentation model on ~200M consumer credit accounts and small business accounts to identify different spending patterns

o Created an aggregated dashboard tool for internal and external clients which illustrates different card holder groups’ spending and demographic profiles

o Based on the above segmentation results, created a new user feature in the data science team’s database, to help both banks and merchants target customers, launch new products, and benchmark with markets o The product team applied this new feature and designed a dashboard for banks to discover customer base growth opportunities with million $ expected revenue value

• Evaluated payment volume lift of a bank’s benefit program by implementing post-A/B testing analysis o Applied twinning model during benefit program analysis and identified ~7% total lift and the main lift drivers

o Improved twinning model matching rate by ~9% while maintaining the desired matching quality; in IP application

Data Analyst Intern - Prynt Corp, Marketing Team, San Francisco, CA 2017.1 - 2017.5

• Developed company-wide KPI dashboard to track on each team’s performance o Directly reported to CTO; collaborated with sales, operations, and marketing to design and develop KPI metrics o Performed query analysis in data warehouse and finalized into weekly and monthly KPI report to track user engagement and retention rate

• Systematically analyzed Facebook Ads conversion performance and identified $1M+ opportunity o Helped company identify and prioritize the age 25-34 female segment who are 300% more likely to purchase the company’s products

o This project resulted in the company switching to a longer attribution window during advertising campaign analysis

Market Analyst - Bank of Communications (Fortune 500) Corporate Banking, Shanghai 2010.8 - 2014.7

• Designed marketing campaigns, optimized campaign budgets, identified and provided insights and recommendations on campaign performance, and performed deep-dive analysis on marketing effectiveness o Analyzed potential customer needs, proposed keynote topics, allocated budget for corporate banking marketing events and launched 17 marketing campaigns o Tracked and analyzed monthly marketing reports, identified key marketing target and organized an event for top 50 state-owned firms, resulting in a total of $1.4 billion in new bonds as an underwriter EDUCATION

University of California, Davis, CA, GPA of 3.91/4.00 (top 5%) Graduated in 2017 Double Masters in Statistics and Applied Economics Major courses: Linear Regression, Machine Learning, Statistical Computing, Applied Econometrics Fudan University, Shanghai, China, GPA of 3.43/4.00 (top 10%) Graduated in 2010 Bachelor of Management, Major in Financial Management

Contact this candidate